Chipotle Launched Summon the Spirits Tour

The restaurant chain is selling $6 margaritas in five cities to build anticipation for its annual Halloween promotion.

Updated on Sept. 28, 2026 in Cocktails

Screen-print poster illustration of a chilled margarita with a lime wedge, evoking a festive autumn atmosphere. — Chipotle has launched its Summon the Spirits tour, a five-city promotion featuring six-dollar margaritas to build excitement for its annual Boorito Halloween event. AI Illustration. Upload story photo >

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Do you enjoy when fast-casual restaurants offer alcohol on their menus?

Chipotle has kicked off its Summon the Spirits Tour, featuring pop-up events that serve $6 margaritas. The tour visits five cities across the United States throughout October to celebrate the season.

Why it matters

The limited-time tour responds to customer demand for the return of margaritas. It also serves as a strategic campaign to build anticipation for the annual Boorito promotion.

The tour margaritas are priced at $6 and consist of tequila, triple sec, citrus juice, agave nectar, and a lime wedge. The events are held at select locations in Denver, New York, Dallas, Los Angeles, and New Orleans.

The players

Chipotle

Chipotle is a prominent American restaurant chain known for its focus on fast-casual Mexican food and fresh ingredients.

The details

Each weekend in October, one Chipotle location will host the pop-up, which includes Halloween décor, interactive experiences, and prizes. The events aim to reintroduce alcohol to the brand's offerings in specific markets.

2013: Chipotle introduced made-to-order Patrón Margaritas.
2018: 50% of Chipotle locations served alcohol.
October 2026: The Summon the Spirits Tour runs.
October 31, 2026: The annual Boorito promotion occurs.

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Culture Shift

This campaign reflects a broader trend of fast-casual chains utilizing limited-time experiential pop-ups to drive brand loyalty and customer engagement. By leveraging seasonal nostalgia and specialty menu items, the company aims to differentiate itself from competitors in a crowded market.

Customers in the five participating cities can visit the designated locations each weekend in October to purchase the promotional margaritas. The events offer a chance to engage with the brand's Halloween-themed activities and potentially win prizes.

The takeaway

This tour demonstrates how major brands use seasonal events to test menu interest while driving foot traffic to physical stores. Consumers looking to participate should monitor local announcements as the tour moves through different regions during the month.